See It Differently Oldham
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Oldham See it differently A Place Marketing Strategy for Oldham Executive summary Foreword This strategy sets out our ambitions for It’s about having an open door policy. Being prepared Oldham – a place with an exciting future that to work quickly with partners to make decisions and get results. has so much to build on. By doing so we’re already cultivating partnerships with the Our borough has its own proud niche in history as the collective energy to deliver mutual benefits that can push cotton spinning capital of the world. Oldham onto the next level. It is an industrial revolution boom town that went on to And by working to deliver a greener, more sustainable manufacture the Lancaster Bomber and today is home economy with the capacity to support innovation and to national and international brands – plus major new entrepreneurs, we’re also going to play a more prominent opportunities. role in our City Region. These are exciting times for Oldham. But it is also now vital that we work to create a whole new We have a new Metrolink line, flagship projects to transform generation of ambassadors. our town centre and remarkably diverse assets that may This strategy sets out our clear ambition to sell our surprise you. message better: showcase our excellent location, transport We have superb connectivity to Manchester city centre and and heritage, and show the world we are open for business. the M62 corridor, for example, yet more than a quarter of Ultimately, we believe it is people who will sell our offer – our borough sits within the Peak District National Park. whether they’re opening a business here, buying a new We also have the youngest population in the region, low-carbon home or even just visiting to enjoy our stunning with access to outstanding higher and further education new cinema development. establishments – plus a strong base of more than 5,000 They can spread the word that Oldham is a great place to businesses across all sectors. invest, visit and live. Yet even with assets like this, we know the work to restructure our economy won’t succeed by accident. It needs people, commitment, and aspiration. Jobs and growth are our clear priorities and to achieve that our place marketing strategy needs to challenge and change perceptions. To get people to see Oldham differently, the Council is stepping up to play a leadership role like never before. That’s not just about us investing £100m on key regeneration projects, or the great work we’ve done to create land opportunities, support services and financial Jim McMahon, Carolyn Wilkins, incentives to attract inward investment. Oldham Council Leader Oldham Council Chief Executive It’s about working co-operatively alongside people who are equally committed to our ambitions. 2 3 1. The Place Vision Oldham is a place of ambition. A place that Our ambition celebrates and builds on its heritage – the Our ambition is based on our rich heritage and the people, places and things ‘made in Oldham’ wonderful natural environment Oldham already has to which help make Oldham distinctive. offer, along with our determination to work in partnership to turn our ambitions for the future into reality. Underpinning Our Place Vision is of Oldham as: our ambition is the need to grow our economy through • A productive place, with healthy, aspirational and private and public investment which will create jobs for sustainable communities - a place that plays an active Oldham residents. role in Greater Manchester. We know that Oldham is already a great place to live, visit and do business in. Our ambition is to make it an even • An ambitious place, delivering economic growth better place and to get as many people as possible to see, – particularly in the town centre and on strategic understand and believe in its greatness. employment sites – capitalising on the excellent connectivity and development opportunities we offer, This second element of our ambition – challenging and securing investment and creating the confidence and changing perceptions of Oldham – is what drives our conditions for businesses to thrive. place marketing strategy. • A desirable place, attracting people to visit, shop, work and live here, with thriving high streets in all our districts – ones which strike the right balance between existing major chains and independent retailers – offering a fantastic mix of events, leisure and cultural facilities. • An enterprising place, home to a young and growing population with continually improving educational achievements and a track record of innovation. Delivering a work-ready, ambitious, self-starting pool of employees and entrepreneurs across the borough, who are ready and prepared for the changing nature of employment opportunities. • An inspiring place, with a co-operative culture that encourages residents and businesses to speak positively about all the area has to offer, now and in the future, and to take pride in its heritage - celebrating the people and products ‘made in Oldham’. 4 5 2. Oldham The Place 2.3 Alongside a strong private sector, the borough is also home to a number of local and national 2.1 Oldham is a metropolitan borough of Greater public organisations including Guinness Northern Manchester. An attractive place to live and work Counties, First Choice Homes Oldham, Voluntary between Manchester City Centre and the Peak Action Oldham, Pennine Acute Hospitals Trust, The District countryside, it benefits from: Christie NHS Foundation Trust, Greater Manchester • A population of 224,900 which is diverse, young, Waste Disposal Authority, University Campus and growing Oldham, Oldham College, and the Oldham Sixth Form College. • A working age population of over 157,000, of which over 34% are between 25 and 44 years old, 2.4 Oldham offers a fantastic quality of life, centred on providing a long-term sustainable pool of labour its strong cultural heritage, leisure and independent retail offers. • A strong business base with over 6,000 businesses spanning key sectors including: 2.5 Major annual events, such as Festival Oldham and advanced manufacturing, construction, health, the Whit Friday Brass Band contests, and a range of digital and creative, and, financial and professional specialist shops and markets across the borough, services add to its distinctiveness. They also play a part in making Oldham ‘family friendly’ – a quality which is • Excellent connectivity to the Greater Manchester further enhanced by our award winning parks; great City Region and the rest of the country via the public transport network; excellent childcare services, M60/M62 motorway, train and Metrolink networks and the exhibitions, shows and creative activities on • Over 101,500 registered businesses within a 30 offer through Gallery Oldham, Saddleworth Museum minute drive time catchment and Art Gallery, Spindles Town Square Shopping Centre, Tommyfield Market, Oldham Theatre • Brand new, state of the art schools and award- Workshop, and Oldham’s five theatres. winning parks • A wide choice of quality housing across both urban and rural communities. 2.2 The borough is home to a number of national and international brands and companies including the Trinity Mirror Group, Diodes Incorporated, Ferranti Technologies, Seton Healthcare Ltd, Park Cake Bakeries, Innovative Technologies, Littlewoods Home Shopping Group, Ambassador Textiles, and Nov Mono Pumps. 6 7 2. Oldham The Plan • Alexandra Retail Park – A £1.7million retail 2.9 We want people to recognise that this investment park redevelopment, anchored by a 40,000 sqft will underpin the delivery of our future plans and will 2.6 Oldham is changing and has seen significant financial Matalan store. have a hugely positive impact on how Oldham will investment in recent years including £430 million in be perceived. The development of a place marketing housing, a £137 million investment in education, and • Bloom Street – A retail-led joint venture next strategy for Oldham has been identified as one of the £80 million in healthcare facilities. to Oldham College and the new Oldham four key changes we have to make to ensure we can Leisure Centre 2.7 This trend is continuing, driven by the Metrolink achieve our overarching ambition. This key change extension through Oldham town centre; Oldham • Meridian Centre – Joint venture redevelopment is to ‘See Oldham Differently’ – as a productive College’s campus transformation; a new of an edge of centre, Grade II listed office/ place where business and enterprise thrive creating Headquarters for First Choice Homes Oldham; industrial complex confident communities. and Oldham Council’s £100 million capital • Foxdenton – Development of a 110 acre 2.10 The Oldham Partnership - whose role is to develop programme. All of which demonstrate our premium business park and high quality homes, and lead improved outcomes for Oldham’s residents, commitment to ‘doing our bit’ to transform the close to the M60 and M62 with a particular focus on creating jobs and public borough and realise our ambition. service reform – have developed an overarching • Hollinwood Junction – 16+ acres of retail and strategy for their work called the Oldham Plan. 2.8 Key investment projects, many of which are business opportunities, across three sites, just off supported by the council’s £100 million investment, the M60 2.11 Five priority outcomes within the Oldham Plan include: form a strategic framework for the Partnership’s • Royton Town Centre – £22.5 million town centre transformative work over the next ten years. These • Metrolink – Phase two